Your audience is a core part of your brand, so when you completely outsource your community to a third-party social media platform, you’re letting big tech take control of your relationship with your audience, you’re also losing access to valuable first-party data you can leverage to better understand their preferences.

However, it’s important to note that media organizations don’t need to get off social media completely. With 4.5 billion social media users around the world, platforms like Facebook, Twitter, and LinkedIn offer widespread opportunities for user acquisition. The key is to have a strategy to reclaim website traffic from social media. 

In this article, we’re going to look at the top three reasons you need to reclaim your audience from social media and how you can build a nurtured and engaged community on your owned and operated sites.

3 reasons to reclaim your audience from social media

When building your audience or your following online, there are three main reasons you should always prioritize engaging your audience on your owned and operated sites over third-party social media platforms. These are as follows:

1. Building a direct relationship with your audience

If all your interactions with your audience take place on social media, you’re implicitly relying on a third party to determine how you can engage with your followers, and you’re making yourself vulnerable to policy changes that impact your community. 

For instance, if your media organization has a Facebook page, Facebook can decide that your content violates its community guidelines and take the page down. Or, if Facebook suddenly changes its algorithm, your community can disappear overnight, wasting all the time you’ve invested into building that audience.  

Making sure that most direct interactions with your audience take place on your site gives you more control over the conversation. It also ensures that your content isn’t subject to abstract community guidelines and social media moderation standards, so you can interact with your audience however you see fit.

2. Get to know your audience with first-party data

Publishers that rely on social media traffic to build their audience not only find themselves beholden to third-party policies but also lose the ability to collect first-party data. If users don’t visit your site, it’s difficult to gather data that could otherwise provide you with insights into their preferences.  

While social media platforms like Twitter offer analytics solutions, these are generalist solutions that won’t necessarily be tailored to generate the insights into your audience that you need to compete against other media organizations and publishers. 

Directing users to your site and collecting first-party data from subscribed members of the audience can help you generate insights into your audience’s preferences, while developing more relevant content and forming a closer relationship with your community over time.

3. Ensuring a civil community

Another challenge is relying on social media companies to moderate conversations, which they don’t do very well, as illustrated during Euro 2020 when England’s soccer team received over 2,000 abusive messages on Twitter. 

If one of your journalists gets harassed on a website like Twitter with death threats, racist attacks, or harassment, you have to report the incidents and then wait for the site to investigate and take action. 

On the other hand, if you move the conversation to your site, you can use an AI-driven community engagement solution to automatically moderate comments according to a customized moderation policy. That means if someone tries to leave a hateful comment, you can instantly block it so it doesn’t negatively impact the experience of other users.

Magnet attracting metal marbles to demonstrate attracting an audience.

How to support user retention and registration once they’re on your site

Once you get your audience from social media onto your site, there are a number of strategies you can use to maximize user retention and registration to ensure they engage with your brand.

1. Incentivize unsubscribed users to register

The best way to support user registration on your site is to provide visitors with an incentive to register. An incentive can be as simple as a gated comment section or user community, which they have to sign up for if they want to leave comments and interact with other users, or a newsletter providing valuable content not available on your surface site.

2. Start collecting first-party data

Once users have registered, you can start to collect first-party data about their preferences and sentiments, which you can use to develop propensity models and better understand the type of content they want to see.

3. Use AI-Driven moderation

Finally, you can help to retain users on your site by keeping the conversation civil with a proactive moderation policy. Rooting out harassment, racism, and spam is critical for making sure that users can have productive and engaging conversations on your site, without being overwhelmed with toxicity or junk content. 

Use social media for acquisitions, not engagement

Building a following on your owned and operated sites and social media aren’t mutually exclusive. Social media traffic is great for user acquisition and for driving referrals, but you should always be looking to drive users to your owned and operated sites so you can have a deeper interaction and establish a long-term relationship with them.

Want to read more? Subscribe to get the latest insights on building a direct relationship with your audience.
Like what you read? Subscribe to get the latest insights on building a direct relationship with your audience.
Contact us today by filling out the form below or giving us a call at
Become a Technology Partner
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Contact us today by filling out the form below or giving us a call at
Become a Channel Partner
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Contact an audience engagement specialist today by filling out the form below or giving us a call at
Get started with Live Blog
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Contact an audience engagement specialist today by filling out the form below or giving us a call at
Get started with Community Chat
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
This package is only available to publishers with > 2 million monthly page views
Get started with Community Engagement
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Viafoura would like to send you notifications on upcoming research and news.
You can turn this off at any time.
Get Content
Not Now

Want to read more?

Subscribe to get the latest insights on building a direct relationship with your audience.

Like what you read? Subscribe to get the latest insights on building a direct relationship with your audience.
Want to read more? Subscribe to get the latest insights on building a direct relationship with your audience.
Like what you read? Subscribe to get the latest insights on building a direct relationship with your audience.
Contact an audience engagement specialist today by filling our the form below or giving us a call at
Get started with Conversations
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Or give us a call at
1 800 711 4838
Contact an audience engagement specialist today by filling our the form below or giving us a call at
Get started with Viafoura
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Or give us a call at
1 800 711 4838
Contact an audience engagement specialist today by filling our the form below or giving us a call at
Get started with Community Chat
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Or give us a call at
1 800 711 4838
Contact an audience engagement specialist today by filling our the form below or giving us a call at
Get started with Viafoura Live Blogs
+1 800 711 4838
Ready to build a direct relationship your audience?
Contact an audience engagement specialist today
Or give us a call at
1 800 711 4838